SQL Server is not a valid installation folder how to fix location

Open SQL SERVER Installation Centre, go to:

Option -> Select installation media root directory -> browse to the folder which has .msi file of SQL (Should be something like C:\SQLServer2016Media\ExpressAdv_ENU\)

please see if what sql server version\edition (64 or 32bit) you try to install what is your OS?

and if you have the right .exe, right click and "run as admin" i hope this one will help you. :)